Preparing for the App Store IDFA and LAT review

At a glance: Before app publication, the App Store ensures that the app complies with the Advertising Identifier (IDFA) and Limit Ad Tracking (LAT) guidelines.

iOS 14 updates

WWDC Apple IDFA AppsFlyer mobile ecosystem

Preparing for the App Store review until iOS 13

A word from our lawyers: Nothing stated here is legal advice. It is provided for your information and convenience. You should work closely with legal and other professional advisors to determine exactly how Apple policies apply to you. The privacy relationship between you and AppsFlyer is governed by the AppsFlyer Services Privacy Policy!

When you submit your iOS app to App Store Connect you are required to explain how you use IDFA and to confirm that the app complies with the user's LAT settings.

Related reading: App store review guidelines (privacy)

Use the following guide as an aid to answering the review questions. 

Guide to App Store Connect review questions (not to be used for the Kids section)

App Store Connect question

What does the AppsFlyer SDK do?

Is the app available in the kids section of the App Store?

This article is not intended for use in relation to the kids section of the app store. Consult the App Store kids section guidelines and policies.

Does this app use the Advertising Identifier (IDFA)

AppsFlyer makes use of IDFA for attribution.

Serve advertisements within the app

If ads are served, the AppsFlyer SDK may report the IDFA to AppsFlyer similarly to the data sent to AppsFlyer as part of in-app events.

Attribute this app installation to a previously served advertisement


AppsFlyer uses the IDFA to attribute installs.

Attributed an action taken within this app to a previously served advertisement

AppsFlyer uses the IDFA to report actions in the app.

Limit Ad Tracking setting (LAT) in IOS

Ensure that your code complies with the requirement to honor the LAT setting.

AppsFlyer fully complies with the following requirement by Apple: "Check the value of this property before performing any advertising tracking. If the value is NO, use the advertising identifier only for the following purposes: frequency capping, conversion events, estimating the number of unique users, security and fraud detection, and debugging."

Additional information

  • The data is owned by our clients, the app owners. 
  • Your media partners might have different uses for the IDFA. Ensure that your media partners fully comply with Apple's requirements.
  • We enable you to comply with opt-out regulations, like GDPR, CCPA, and COPPA.
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  • A new blog post. Does user privacy have to come at the expense of an incredible user experience?

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